AHDB has produced a series of nutritional guides containing guidance on exactly what health claims can be made about beef, lamb and pork.
Designed to help retailers, processors and producers promote red meat, the series includes a 46-page pork guide which opens with the headline statement that pork is “naturally rich in protein; low in sodium and provides 10 vitamins and minerals that contribute towards good health and wellbeing”.
The levy body has worked closely with trading standards officials in Buckinghamshire and Surrey to get over 70 key messages on nutrition approved to help deliver positive messaging on beef, lamb and pork in the diet.
“Our own market research shows that health is becoming a more prominent driver for consumers when purchasing food,” said Laura Ryan, AHDB Senior Strategy Director. “However, the consumption of beef, lamb and pork, as part of a healthy balanced diet, is often challenged and undermined by negative misconceptions.
“With the release of the guides, therefore, AHDB aims to demonstrate how red meat can be accurately promoted to consumers, using scientifically substantiated nutrition and health claims, expressed in clear, consumer-friendly language.
“We hope that retailers, processors and producers alike will use the guides to help them shout about all the nutritional benefits which beef, lamb and pork bring to a balanced diet.”
Access the guides here – http://meatandhealth.redmeatinfo.com/health-professionals/health-claim-guides.aspx